Arguably, behind every review is a valid customer experience; positive ones give reassurance that you are meeting customer expectations, as well as giving confidence to other customers that your business is built on honesty and transparency.

Negative reviews can also be beneficial, as they provide an opportunity to review, assess and, if necessary, take steps to improve the overall customer experience.

Scoring top marks from customers

Trustpilot makes it easy for customers to leave reviews and Dental Sky is delighted with its current score of nine and a half out of 10.

Joe Earl, marketing manager at Dental Sky, commented: ‘We didn’t want to rely on a “gut feel” for how we were doing.

‘Using Trustpilot allows us to solve issues before they become problems.

‘It also tells us exactly what it is that our customers like about us.

‘Ease-of-use of our website was a key motive, alongside good/transparent pricing and next day delivery with order tracking’.